Go-to-Market Leadership for Product Launches Training Course: Managing Cross-Functional Teams and Market Entry Strategies

Introduction

In today's highly competitive and fast-paced global marketplace, a successful product launch hinges not only on innovation but also on a meticulously executed go-to-market strategy that seamlessly integrates product development with market realities. This 5-day training course on Go-to-Market Leadership for Product Launches is meticulously designed to equip senior leaders and product managers with the strategic foresight and practical frameworks needed to orchestrate successful market entries, manage complex cross-functional teams, and drive commercial success for new products and services. Participants will gain deep insights into developing compelling market entry strategies, coordinating diverse internal stakeholders, and navigating the complexities of launching in dynamic and competitive environments.

This intensive program is tailored for product leaders, marketing directors, sales directors, business development managers, and senior executives responsible for bringing new products to market. It will empower attendees with methodologies for market sizing and segmentation, competitive analysis, defining unique value propositions, building integrated launch plans, and fostering seamless collaboration across R&D, product, marketing, sales, and operations. By mastering the art and science of go-to-market leadership, this course aims to enable participants to lead winning product launches, accelerate market adoption, and significantly contribute to their organization's growth and competitive advantage.

Duration: 5 Days

Target Audience:

  • Product Leaders and Product Managers (Senior, Director, VP levels)
  • Marketing Directors and Managers responsible for product launches
  • Sales Directors and Leaders involved in new product commercialization
  • Business Development Managers
  • General Managers and Business Unit Leaders
  • R&D and Engineering Leads involved in product strategy
  • Project and Program Managers for product launches
  • CEOs and Founders of companies launching new products
  • Consultants specializing in go-to-market strategy

Objectives: Upon completion of this course, participants will be able to:

  • Articulate the strategic importance of a robust go-to-market (GTM) strategy for product launches.
  • Develop comprehensive market entry strategies tailored to product, market, and organizational context.
  • Effectively lead and manage cross-functional teams for seamless product launch execution.
  • Design integrated launch plans that align product, marketing, sales, and operations.
  • Measure and optimize the success of product launches based on key performance indicators.

Course Modules:

Module 1: Strategic Foundations of Go-to-Market (GTM) Leadership

  • Defining Go-to-Market (GTM) strategy: more than just marketing.
  • The critical role of GTM leadership in product success and organizational growth.
  • Understanding the product launch lifecycle and key GTM phases.
  • Aligning GTM strategy with overall business objectives and product vision.
  • Case studies of successful and challenging product launches and their GTM strategies.

Module 2: Market Analysis and Opportunity Sizing

  • Conducting in-depth market research: identifying target markets, customer segments, and needs.
  • Market sizing, forecasting, and opportunity assessment for new products.
  • Competitive analysis: identifying direct and indirect competitors, their strategies, and positioning.
  • SWOT analysis and identifying unique selling propositions (USPs) for the new product.
  • Identifying market entry barriers and potential risks.

Module 3: Value Proposition and Messaging Development

  • Crafting a compelling value proposition that resonates with target customers.
  • Developing core messaging and positioning for the product launch.
  • Translating product features into customer benefits and solutions.
  • Differentiating the product effectively in a crowded market.
  • Messaging frameworks and their application for various audiences (internal, external, media).

Module 4: Market Entry Strategies and Channel Selection

  • Various market entry models: direct sales, channel partners, e-commerce, freemium, etc.
  • Evaluating and selecting the most effective distribution channels.
  • Channel partner strategy: recruitment, training, incentives, and management.
  • Pricing strategies for new products: value-based, competitive, penetration, skimming.
  • Global vs. local market entry considerations and adaptation.

Module 5: Leading Cross-Functional Teams for Launch Readiness

  • Building and managing a high-performing cross-functional launch team (product, marketing, sales, engineering, operations, legal).
  • Defining clear roles, responsibilities, and accountability across functions.
  • Fostering seamless communication and collaboration.
  • Overcoming internal silos and managing conflicting priorities.
  • Agile methodologies for product development and launch.

Module 6: Developing the Integrated Launch Plan

  • Components of a comprehensive launch plan: pre-launch, launch, post-launch activities.
  • Marketing launch plan: awareness, demand generation, content strategy, PR, digital campaigns.
  • Sales enablement: tools, training, collateral for the sales team.
  • Operations readiness: supply chain, customer support, fulfillment.
  • Legal and compliance considerations for product launch.

Module 7: Launch Execution, Monitoring, and Optimization

  • Managing the launch timeline and critical path activities.
  • Performance monitoring: defining KPIs (e.g., adoption rate, sales pipeline, market share, customer feedback).
  • Real-time data analysis and rapid iteration post-launch.
  • Post-launch optimization strategies: adjusting marketing mix, pricing, or product features.
  • Conducting a post-mortem analysis and capturing lessons learned.

Module 8: Strategic Leadership in GTM and Future Trends

  • The role of senior leadership in championing GTM initiatives.
  • Building a culture of launch excellence and continuous improvement.
  • Emerging trends in product launches: AI-driven insights, personalization, community-led growth.
  • Adapting GTM strategies for subscription models, platform plays, and ecosystem development.
  • Participants' action plans for leading a successful product launch in their organization.

CERTIFICATION

  • Upon successful completion of this training, participants will be issued with Macskills Training and Development Institute Certificate

TRAINING VENUE

  • Training will be held at Macskills Training Centre. We also tailor make the training upon request at different locations across the world.

AIRPORT PICK UP AND ACCOMMODATION

  • Airport pick up and accommodation is arranged upon request

TERMS OF PAYMENT

Payment should be made to Macskills Development Institute bank account before the start of the training and receipts sent to info@macskillsdevelopment.com

 

Go-to-market Leadership For Product Launches Training Course: managing Cross-functional Teams And Market Entry Strategies in Kenya
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